Sinfully late appendix and summary

90738738_7a0f35b343_m.jpgA late but warm thank you to people adding sins to the list:

Shawn Callahan

I would add to your list a reluctance by gurus to reveal their sources. Miraculously great ideas materialise from nowhere.

Ed Omeara:

Failure to Validate: I can’t tell you how many of these folks come up with some statistically valid observations based on a qualitative study or deep dive on internal data, but never go to the trouble of validating it. “We interviewed 150 people and found these three factors were most important to them in the way they buy X”…but then they never go to the trouble of hypothesis testing or examining the variables in the real world! They just write-up a new book, register a trademark, develop a few seminar slides, and hit the speaking circuit.
Testing for Scale: And how many times have we read recently that Webinars are more efficient than trade shows? PR is more efficient than advertising? Blogging is more efficient than PR? And, then read sweeping declarations, quoted in all the best magazines, that obviously the leader on that function should “have a seat at the table”, and how every company should move all their wasted Wannamaker money into these more effective “strategies”? Yet, how many times does someone say, Gee, how much can that idea scale? or at what point doesn’t it work? How many email blasts are too many? Will 1000 more pr people really increase our revenue? How many blogs can a company meaningfully produce before everyone is stepping all over each other?

Cool follow-ups included David Maiser (strong comments in the discussion over there), and an interesting off-topic musing by Ken Boasso.

And in case you’re wondering about the Kawasaki Effect – in the two weeks following Guy’s post about 7000 new people visited this blog.
An unpredictable but awesome side effect also that this list was translated to other languages!
What can I say? The two years and a bit it took me to move from decision stage to actually getting this blog online are probably the most irresponsible thing I have done throughout my career.

Long term effect – the RSS counter broke the 200 barrier, which is really the highest compliment I could hope for.
Thank you for your attention, I will do my best to make it worth your while…

Technorati Tags: , , , marketing, blogging

The top 12 sins of Marketing Gurus (and their books)

yoda.jpgI thought I’d help Guy round up his Lies series, by writing about my top 12 favorite sins of marketing gurus and their books.

  1. Anecdotal evidence: Guru’s are always telling nice (even great) stories, giving lots of examples and anecdotes. Those can be a lot of fun and quite educational, but most are too specific to work for you, and when you want a more thorough justification it’s not necessarily there, thanks to the invention of best practices…
  2. Best practices: best practices are a result of reverse-engineering, so it’s like trying to figure out a cake recipe by using a lab analysis of its ingredients. Most are either too generalized to be helpful with specific problems, or too atomized to be restructured practically.
    “Best Practices” actually means: building on experience in a world of disruption and fluid rules ; Building on gut feelings on subjects that are built on complex, contradictory or just messy theoretical disciplines ; Using imitation in a world where very few players actually know what they’re doing and even they use a lot of trial and error.
    And when best practices are not powerful enough you can make them into rules… Continue reading

The tougher side of the conversational middle

flickrblog.jpgMary Hodder’s post about “The Conversational Middle: Maturing of the Blogosphere” is a must read for anybody who wants to get a closer look at where the blogosphere is headed. So I urge you to read it before you move to the rest of this post.But first, before I add my comments and 5 cents, I must “protest”. Mary kindly opens her post referring to my talk at kinnernet, but “credits” me with numerous opinions that aren’t mine, which were were voiced by me for rhetorical purpose – to describe some of the existing views. (and incidentally, I did use the word meme, though not consistently, because I did not want to exclude listeners unfamiliar with the term). Having said that, since Mary’s post precedes mine, I couldn’t escape a certain “I totally agree, but…” structure, to bring my argument back to my original intent. Anyway, enough apologetics, let’s see what you think…

There is no “unified purpose”, but purposes matter
I do not think for a moment that there is a unified purpose for blogs, nor that there should be. There are many different blogging subjects and blog genres. However, I do think that a closer look at the dynamics of each genre by itself is valuable. Continue reading